Shinsei Co., Ltd.

The top share company for sesame products for home cooking

■Company Outline

Shinsei is a manufacturer of sesame products and instant foods, and has the top share in sesame products for home cooking. Shinsei was the first to develop peeled sesame products that go through as many as 15 processes without using chemicals. Many consumers visit the theme museum “Goma-no-sato (Home of Sesame)” next to the factory.

■Core Competence

The top share company for sesame products for home cookingSesame is called “the king of health food” and contains protein, fat, iron, and other minerals and sesame lignan, an antioxidant unique to sesame. However, if you eat sesame with the peel, it prevents digestion and reduces the absorption of nutrients. Shinsei noticed peeled sesame and its characteristic of facilitating the absorption of abundant nutrients ahead of all others. We developed a technique to physically peel sesame without using chemicals in 1985. Although our new peeled sesame entered the market, sales performance was poor due to lack of familiarity. However, Shinsei was determined to spread healthy culture through sesame and consistently promoted the advantages of peeled sesame. As a result, we started to obtain consumers’ understanding toward peeled sesame. The market has accordingly expanded with growing health-consciousness. Shinsei has become a top share company for sesame products for home cooking in Japan.